Active Theory

In short

Active Theory has worked from Los Angeles since 2012 at the limit of what a browser can do: real-time 3D, spatial interfaces and launches that behave more like games than websites. It ranks second on our Los Angeles list and fourth on motion.

Racer, its multi-screen browser game for Google, is the reference piece. Netflix, Spotify and PlayStation are on the client list too, all brands in games, streaming and technology where a launch has to be talked about. Other projects include Spacecraft for All, an interactive documentary about the recovered ISEE-3 satellite, realistic 3D garments for adidas Originals’ CHILE20 collection, and a Rick and Morty experience built from the show’s own assets.

The studio is the right call when a launch has to be remembered and shared. It is the wrong call for a standard marketing site or product UX: those briefs do not use what the team is good at, and the budget goes on craft nobody asked for.